IT APPEARS like a celestial body; a fascinating object floating through the cosmos.

What is this strange, sparkling object appearing on our TV screens? Has NASA discovered a new, faraway universe? Is this proof we’re not alone out there?

Oh, no, no. It’s an advertisement about ... coal.

In an effort to swing popular opinion on the “little black rock”, The Minerals Council of Australia has launched an advertising campaign hailing coal’s “endless possibilities”.

“Isn’t it amazing what this little black rock can do,” the advertisement asks, after spruiking the benefits of the mineral that includes “creating light and jobs”, “delivering $6bn in wages for Australians” and “reducing its emissions by up to 40 per cent”.

'Coal. It's an amazing thing'

But instead of changing minds, it’s backfired spectacularly, with Kelly O’Shanassy, CEO of the Australian Conservation Foundation, describing the campaign as “negligent”.